The role of social media in social marketing campaigns today

The ultimate goal for social marketing campaigns is to change behaviour, and we know we're selling a product that people generally don't want to buy. In an ever changing media environment how can we make the audience take notice? The NZTA has two current road safety advertising campaigns which have utilised social media to engage a widely diverse audience in two very different ways - one has been an unintended internet sensation; and the other a strategically planned social conversation. What is the key to engaging your audience successfully and how do you keep the conversation in motion?

• Record URL:
  http://acrs.org.au/publications/conference-papers/database/
• Authors:
  • Prince, R
• Conference:
  • Australasian Road Safety Research Policing Education Conference, 2012, Wellington, New Zealand
• Publication Date: 2012-10

Language

• English

Media Info

• Pagination: 13p
• Monograph Title: Reducing the cost of road safety: Australasian Road Safety Research, Policing and Education Conference 2012, 4-6 October 2012, Wellington, New Zealand

Subject/Index Terms

• TRT Terms: Behavior; Demographics; Driver education; Drivers; Drugged drivers; Drunk driving; Education; Internet; Marketing
• Uncontrolled Terms: Safe systems (road users)
• Geographic Terms: New Zealand
• ATRI Terms: Demography; Drink driving; Driver behaviour; Driver education; Drug driving
• Subject Areas: Education and Training; Society; I83: Accidents and the Human Factor;

Filing Info

• Accession Number: 01481714
• Record Type: Publication
• Source Agency: ARRB
• Files: ITRD, ATRI
• Created Date: May 21 2013 10:43AM